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Would a company engaging in an e - mail marketing campaign want a higher bounce - back rate or a lower bounce - back rate?

Would a company engaging in an e-mail marketing campaign want a higher bounce-back rate or a lower bounce-back rate?
a.
A higher bounce-back rate, as this would mean the site was protected from the claims of counter-pirates.
b.
A lower bounce-back rate, since this metric refers to the percentage of e-mails that could not be delivered.
c.
A lower bounce-back rate, as this would show that customers were highly satisfied with the content of the e-mails.
d.
A higher bounce-back rate, as this would indicate that the sites customers were able and willing to offer instant feedback to queries from the site.

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